| Author: | Cespedes, F. Corey, E. |
| Title: | Managing multiple channels |
| Journal: | Business Horizons
1990 : JUL-AUG, VOL. 33:4, p. 67-77 |
| Index terms: | DISTRIBUTION CHANNELS INDUSTRIAL MARKETING MARKETING MANAGEMENT |
| Language: | eng |
| Abstract: | It is emphasized how and why a given form of multichannel distribution implies different things for the manufacturer's marketing strategy. Over time, each form generates different types of channel conflicts. E.g. drawing the line between direct and resale channels by product category often conflicts with the evolution of reseller capabilities and customer purchase criteria. Conversely, focusing direct sales efforts on larger accounts requires ongoing arbitration in the field over direct and reseller sales opportunities. A multichannel system is also a choice concerning the kinds of conflicts and channel-management issues a manufacturer will encounter. |
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